Why must researchers avoid generalizing from focus group participants to the whole market?
A) Participants' responses are not reliable.
B) Most of the participants are likely to be ignorant about the topic of discussion.
C) The size of the group is too small and the sample is not drawn randomly.
D) Most of the participants are likely to exhibit similar tastes and preferences.
E) The participants usually come from diverse backgrounds.

Question

Quizplus · Accepted Answer

Focus groups are generally small and the sample is not drawn randomly, so it is not representative of the whole market. Therefore, generalizing from focus group participants to the whole market can result in biased and inaccurate conclusions. It is important to use a larger sample size and to draw a sample that is representative of the target market in order to make accurate generalizations.

Why Must Researchers Avoid Generalizing from Focus Group Participants to the Whole